Miller NVC Workshop

1. Miller NVCWorkshop Prof Tom Peterson, Jacob Hicks February18, 2014

2. New Venture StartupExecution Model Investor Day Oct 1 Investor Day Oct 4 Stage 1: Idea Formulation (Sep 1 – Oct 15) Stage 4: Summer Skills Accelerator (May 15 – Aug 15) Idea Scale Launch Model Stage 2: Business Model Development & Validation (Oct 15 – Feb 15) Stage 3: Scaling Plan, Miller New Venture Challenge (Feb 15 – April 1)

3. T “EXECUTE” means DO IT “IDEA” really means INNOVATE “PLAN” means FORECAST “MODEL” means VALIDATE

4. IDEA • Principles of Innovation: • - Innovators DNA • - Idea Generation and Development • Initial Pain or Problem Statement • Initial Solution • - Early Hypothesis • - List of Early Assumptions • Differentiation Execute MVP Plan Model MVP

5. MODEL Execute Idea MVP • Testing & Validation • - Vetting hypothesis thru • Interviewing customers, • Partners, vendors, etc. • Multiple Iterations of • Learning & Pivoting • Evidence of Validation • Work Papers • Initial IP Plan MVP

6. FORECAST for SCALE Final Draft of Executive Summary Execute Idea • Finished Pain • Finished Solution • Business Model Progress/Results • Underlying Technology (Secret Sauce, Blue Ocean, Disruption) • Competitive Analysis • Validated Revenue Streams • Validated Marketing & Sales Plan • Leadership Team (Qualifications) • Financial Summary* • - Income projections w/ validated assumptions • - Cash flow projection w/ validated assumptions • - Projected cash requirements, timing • 10. Milestones, Current Status, and Scaling • 11. Draft Executive Summary Model *Projections and funding requirements have been validated in BMD and extrapolated accordingly. **Milestones prove current market traction, current state of the company, and next steps for scaling.

7. EXECUTE 1. Legal Work - Articles of Incorporation - Shareholder Agreement - CAP Table - Non Competes, Confidentiality, etc. 2. Team Building & Development 3. Scaling Plan Execution 4. Fund Raising - F&F, Accelerator, Seed Funds, VC’s 5. Leadership & Culture Development Idea Model Plan

8. MARKET QUESTIONS • How big is the Total Addressable Market or (“TAM”), where will you start (“SAM”) and what is your sales closing ratio (historical or industry norms)? • TAM = Your Total Available or Addressable Market (everyone you wish to reach with your product.) • SAM = Your Segmented Addressable Market or Served Available Market (the portion of TAM you will target.) • SOM = Your Share of the Market (the subset of your SAM that you will realistically reach in the first few years.) • What actions or steps will you take to acquire new customers and what is the average “cost of acquisition” per customer (are costs variable or fixed)? • How fast (in % terms) have comparable companies in your industry grown and what is your estimated growth rate? What is the Compound Annual Growth Rate (“CAGR”) expected in your industry in the next 5 years? • Who is on your Advisory Board to help you navigate the competition? • What are the 2-3 biggest competitive weaknesses/obstacles and what is your plan to overcome them? • What is your Value Proposition? In other words, what are the main reasons customers will buy your product or service?

9. Define Your Market TAM, SAM, SOM Total Addressable Market Segmented Addressable Market Share Of Market

10. FINANCE QUESTIONS What are the assumptions behind your 5-year revenue forecast (# of customers, revenues per customer, customer segments, etc.)? When will you break-even and what happens if it takes you 2x longer than you expected? How did you arrive at the price of your product or service? What is your expected “burn rate” per month and for the first year? How did you determine your total variable and fixed costs (was it through Research? Due diligence? Bids)? How much capital do you need? See: http://www.youtube.com/watch?v=bYc2qPr_MUU What is your break-down of "Use of Funds"...how do you plan to grow your business? What does your Capital Table (ownership %) look like? Cap Tables: See: http://www.youtube.com/watch?v=OVJfOC93mSM

11. CET Getting Started Videos Cap Tables: http://www.youtube.com/watch?v=OVJfOC93mSM Why Go Into Business: http://www.youtube.com/watch?v=idZZjNMpcvw Is Entrepreneurship for me?: http://www.youtube.com/watch?v=AiujlTiNOP4 Term Sheets: http://www.youtube.com/watch?v=9KoD7WUv1V8 Pre-Money Valuation: http://www.youtube.com/watch?v=bYc2qPr_MUU Start with the End in Mind: http://www.youtube.com/watch?v=47PDlqN8mKE Early Funding: http://www.youtube.com/watch?v=o6kt5prPVSk Convertible Debt: http://www.youtube.com/watch?v=X6PG9C-XkHM Operating Agreements: http://www.youtube.com/watch?v=w1Fx7s_4oqU

12. Monthly Financial Forecasting Explanation of Financial Inputs Sales • January and February sales figures are the result of 70 and 105 units sold respectively at an average unit price of $550. Future sales projections assume this 50% growth rate month by month. Cost of Sales • The units cost 60% of our sales price, resulting in an initial 40% gross margin. With our projected volume, our suppliers indicate that our unit cost will decrease by 1.5% each month for at least the next 10 months. By December, our gross margin is projected to be 49%. SG&A • Per our online marketing agreements and our first two months of operations, our advertising and promotion costs are nearly 10% of sales. We applied this percentage to projected sales to determine our growing advertising costs. Our payroll is already established based on our founders’ salary needs. Payroll has started at $10,000/month, will jump to $15,000/month in April, and will jump again to $20,000/month in August. This projection will also enable us to hire two part-time (20 hours/week) employees at a company cost of $18/hour as early as April. Other Operating Expenses • Our fulfillment center will charge us 5% of sales per our agreement valid through February 2015. Additionally, shipping is projected as 2% of sales and miscellaneous items are factored to cost 1% of sales. These percentages have been applied for each month of the remainder of the year.

13. Annual Financial Forecasting

14. Thank you for your attendance and best of success in the competition. Questions? Miller NVCWorkshop Prof Tom Peterson and Jacob Hicks February18, 2014